A brand that can’t be stopped deserves a visual style that can’t be ignored. From out-of-home to online and everything in between—the food is front and center, demanding attention and stoking the crave. Whether it’s the ads, activations, or in-store experience—the brand identity system shortens the distance from Want to Wing.

The identity is based around always conveying movement—as if we’re seeing a single frame of a longer video. It’s the crave in motion. Always active. Always moving. Always craving. The system embodies the energy Wingstop has always been known for and the zesty attitude of its hardcore fanbase.

To emphasize the hand-crafted quality of Wingstop's food, a hand-crafted custom typeface was designed for the brand. "Sauce" is a utilitarian typeface created to mimic the sharp edges used in other areas of the system. Also much like how Wingstop has a variety of flavors that cater to different people, Sauce was altered into different styles and weights to fit any occasion.